Meta will let Facebook and Instagram users opt out of tracking in Europe - but not without putting up a last annoying fight.
Meta will finally do the unthinkable and let Facebook and Instagram users opt out of user-tracking, which services like Facebook and Google use to serve highly targeted ads. That marks the first time Meta is willing to allow users to avoid tracking on its own platforms. But there are a few big caveats.
First, Meta will only let Facebook and Instagram users in Europe opt out of tracking. Secondly, Meta will only allow users to opt out after they submit an online form expressing their objections to Meta’s tracking of in-app activity ads. Meta will then evaluate the user’s request and possibly implement the change.Meta is only taking such action in Europe for one reason.
The latest big fine dropped in early January. Ireland’s Data Protection Commission fined Facebook and Instagram a total of around $423 million for requiring users to agree to a contract that includes behavioral ads. These are targeted ads that Meta delivers after analyzing a user’s activity on Facebook and Instagram. That activity might include Facebook posts that a user comments on. Or videos on Instagram a person watches.
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